misbah.org

In these times of online ad media spend continuing to increase (projected to reach $70B by 2010), it may sound absurd to diminish the value of page views. However, with the growth in popularity of AJAX & Javascript, user generated content and advances in dependable CPA/CPL based advertising, I believe page views as a metric has less and less value. If you think about it, sites using a large amount of AJAX for navigation don’t really generate a new page, unless they really want to. Sites depending on User Generated Content run into the reverse problem, with users who contribute content artificially inflating the PPV number. Finally, as the industry gets closer to precise tracking for CPA campaigns, the ad impression count will really be used to gauge success versus another ad network. (more…)